Harnessing Brat: Australian Audio Experts on Leveraging a Phenomenon
As Charli XCX's "Brat Summer" sweeps through the cultural landscape, brands have a unique opportunity to tap into the zeitgeist. But how can they do so authentically and effectively? The recent buzz around U.S. Vice President Kamala Harris, who was dubbed a "brat" by Charli XCX herself, shows just how powerful these cultural endorsements can be in driving relevance and sparking conversation. But can brands pull off a similar trick?
LBB’s Tom Loudon spoke to Australian audio experts at Klang, Squeak E. Clean, and Mosaic Music to explore how brands can align with such cultural moments. These experts shared insights on how to ensure campaigns resonate with the rebellious, fun, and individualistic spirit that "Brat Summer" embodies.
Analese Cahill – Producer, Klang Studios
The brand should be attuned to current cultural and music trends, while aligning with its core values.
A strong brand identity is crucial, and music can be a powerful force in shaping it. The association should feel authentic and be integrated into a long-term strategy. Consistency is definitely key.
By aligning the message with popular artists and movements, a brand can tap into the zeitgeist and connect more profoundly with the youth market. For instance, if "Brat Summer" emphasises fun, rebellion, or individuality, a brand should draw inspiration from these themes to create music or content that reflects these sentiments.
Also, being nimble and reacting quickly to a cultural moment is essential. The Bunnings Rave with Peking Duk is a prime example, turning a viral remix of a familiar brand jingle into a widely celebrated Australian-made event. It's this cultural currency that creates a positive connection with the brand and elevates it in the mind of the consumer.
Emma Duncan – Head of post-production, Squeak E. Clean Studios
Brands can enhance their creativity and relevance in the eyes of their target audience.
This may involve collaborating with artists with similar values, creating themed campaigns, or utilising social media to engage with music fans. Brands must ensure that their messaging and imagery resonate with the themes of "Brat Summer" and partner with artists that align with these beliefs. Authenticity is key in engaging with the cultural moment, as genuine connections with consumers foster a positive brand image.
Additionally, brands can integrate themselves into music-related content and media by collaborating with streaming services for curated playlists or promotional campaigns and partnering with music blogs, magazines, or radio stations for sponsored content that aligns with the "Brat Summer" cultural moment. Authenticity is crucial—only embrace trends if they genuinely align with your brand and you genuinely believe in them.
William “Bill” Doig – Executive producer and partner, Mosaic Music + Sound
Brat Summer has taken the world by storm, but as the world turns fluro-green, brands need to translate this into a relevant and authentic moment to drive attention to the (right) audiences effectively. This may be by opting for a sweaty, dark club/techno track for an ad or changing their tone of voice and visual identity on socials like Kamala HQ. Whichever way it’s done, brands can capitalise on these significant moments.
However, with mass cultural movements like Brat, brands must still be cautious of jumping on trends, ensuring they act authentically and with purpose and intention. Rather than implementing cultural movements into our soundscapes ‘just because’, we approach cultural moments with consideration—it’s not suitable for everyone.
Deciding whether it’s right for a specific brand is three-fold.
Firstly, it’s important to revisit a brand’s immediate ecosystem and who they are trying to connect with by examining all the current touch points and then comparing this to the artist's ecosystem.
Secondly, mix up the people in the room and break some of your own rules. Seek out those who think differently to you and see what comes of it. I recall being in a talk a few years ago at SXSW in 2013 where Rob Zombie of the band White Zombie correctly stated, ‘you might as well do what you want because the thing that people hate you for becomes the thing people love you for.’
Finally, it’s about being honest about flaws and problems and perhaps leaning into the tension, which, while a brand doesn't often embrace it, seeking ‘truth’ can help connect, which artists can do much more effortlessly.
At the end of the day, seeking inspiration from movements such as Charli XCX’s Brat Summer is never bad, but each opportunity must be carefully considered.
